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研究生: 林源鴻
Yuan-Huang Lin
論文名稱: 客服人員與客服AI 協作服務創新的接受因素
Customer Care's Acceptance of Service Innovation in Collaboration with AI Advisor
指導教授: 曾盛恕
Seng-Su Tsang
林孟彥
Meng-Ten Lin
口試委員: 曾盛恕
Seng-Su Tsang
林孟彥
Meng-Yen Lin
陳家祥
Ja-Shen Chen
學位類別: 碩士
Master
系所名稱: 管理學院 - 企業管理系
Department of Business Administration
論文出版年: 2019
畢業學年度: 107
語文別: 中文
論文頁數: 60
中文關鍵詞: 客服AI服務創新情續耗竭資訊超載
外文關鍵詞: customer service AI, service innovation, emotional exhaustion, information overload
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各行業隨著科技發展快速變化,企業客服由傳統的電話客服模式驅向於多管道的數位客服模式,由於客戶海量資訊的湧入,造成客服中心資訊超載,成為人工智慧客服AI的發展動力。隨著關鍵技術的圖突破(如語音辨識、大數據分析等),使得服務業客服人員與客服AI協作的服務創新已然成為現今熱門討論議題。
本研究以問卷方式進行,以線上客服人員與主管為問卷對象,資訊超載和情緒耗竭為前置變數,藉由科技接受模式理論(TAM)分析,了解受訪者與客服AI協作的意向,以及研究這兩個前置變數對於知覺易用性以及知覺有用性的影響程度,並進一步探討那些變數會影響客服人員的行為意向以及使用態度等。
結果顯示客服行為意向受到知覺易用性與知覺有用性有著顯著的影響,受訪者與客服AI協作的使用態度與行為意向受到個人對客服AI的知覺易用性與知覺有用性的認知,以及受訪者工作上遇到的前置變數情緒耗竭及資訊超載助益程度有著顯著的正相關


With the rapid development of science and technology in various industries, the customer service of the company has driven from the traditional telephone customer service mode to the multi-channel digital customer service mode. Due to the influx of digital information, the customer service center has overloaded the information processing capability of the customer service center, prompting the customer service AI to become a key development project. With the breakthrough of key technologies (such as voice recognition, mechanical learning, big data analysis, and cloud service, etc.), the service innovation of service industry customer service staff and customer service AI has become a hot topic of discussion.
This study was conducted by questionnaire. The current customer service staff and supervisors were the target of the questionnaire. The information overload and emotional exhaustion were pre-variables. Through the TAM analysis, the intention of the respondents to cooperate with the customer service AI was discussed. Study the influence of these two pre-variables on perceived ease of use and perceived usefulness, and further explore those variables that affect the behavioral intentions and attitudes of customer service personnel.
The results show that the perceived ease of use and perceived usefulness has a significant impact on the customer service behavior intention. The attitudes and behavioral intentions of respondents toward customer service AI collaboration are effected by the individual's perceived ease of use and perceptual usefulness of customer service AI. There were also significant and positive correlations between the degree of information overload as well as emotional exhaustion the respondents encountered at work and the behavior intention of customer service representatives.

目錄 摘要 I ABSTRACT II 誌謝 III 目錄 IV 圖目錄 I 表目錄 II 1 緒論 1 1.1 研究背景與動機 1 1.2 研究目的 2 1.3 研究流程 2 2 文獻回顧 1 2.1 台灣客戶服務及客服中心演進 1 2.2 客服人員的功能 2 2.2 客服服務管道介紹與發展現況 3 2.3 客服AI之介紹與發展現況 5 2.4 客服人員與客服AI協作的服務創新模式 9 3 研究方法與問卷設計 12 3.1 研究方法 12 3.2 變數定義 14 3.3 研究架構與假說 16 3.4問卷設計 17 3.5抽樣設計方式 19 3.6統計分析方法 20 4 研究分析與結果 23 4.1 描述性統計 23 4.2 信度及效度分析 24 4.3結構模式分析 28 5 結論與建議 32 5.1結論 32 5.2學術貢獻 33 5.3管理意涵 33 5.4研究限制 36 5.5未來研究方向與建議 37 參考文獻 41 附錄1 客服人員與客服AI協作服務創新的接受因素之問卷 1 圖目錄 圖 1 1 研究流程圖 3 圖 2 1 多元客戶服務管道的種類名稱及使用佔比圖 3 圖 2 2 多元管道客服中心架構示意圖 4 圖 2 3 傳統語音客服發展現況示意圖 6 圖 2 4 台灣各金融集團多元數位客戶服務發展現況示意圖 8 圖 2 5 客服人員與客服AI協作的創新服務示意圖 10 圖 2 6 某客服中心的建置籃圖 11 圖 3 1 科技接受模式圖 13 圖 3 2 研究架構圖 16 圖 4 1 結構分析結果圖 28 圖 5 1數位客服整合大數據及機械學習說明圖 35 圖 5 2電話客服整合對話機械人及數位客服大數據及機械學習說明圖 36 圖 5 3全通道 OMNI-CHANNEL 服務的客服中心示意圖 39 圖 5 4客服中心發展方向示意圖 40   表目錄 表 2 1 台灣客服中心演進歷程表 1 表 3 1問卷內容 18 表 4 1描述性統計分析表 23 表 4 2信度與效度分析表 25 表 4 3區辨效度分析表 27 表 4 4研究假說與檢定結果總表 29 表 4 5整體適配度檢定表 30

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當「人機飯碗大戰」成真,你得建立無法取代的價值!. Cheers. Retrieved from http://www.cheers.com.tw/article/article.action?id=5080237

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